Applied Sciences

Question 1 

  1. The battle between      Westinghouse and General Electric over the development of electricity in      the United States was influential for public relations because it      ___________.

 

a.

was the first situation where   companies appealed to the U.S. government for help with public relations

 

b.

created the idea that   companies should hire public relations professionals in order to sway public   opinion

 

c.

was the first case of a   monopoly influencing public relations

 

d.

was an early example of public   relations conducted by powerful economic interests

3 points

Question 2 

  1. Which of the following is NOT      a function of public relations?

 

a.

maintaining employee   relations

 

b.

lobbying elected officials

 

c.

providing legal advice

 

d.

publicizing events and issues

3 points

Question 3 

  1. Phineas T. Barnum, owner      of the circus known as “The Greatest Show on Earth,” was considered a      master  press agent and publicist of the nineteenth century.

True

False

3 points

Question 4 

  1. Which of the following      resulted from the consumer movement in the 1960s?

 

a.

Companies began to advertise   commercial products for the first time.

 

b.

Companies began to use PR   tactics that emphasized consumer rights all Americans shared.

 

c.

Companies began to use rock   musicians and other countercultural figures as spokespeople.

 

d.

Companies began to ask the   government to subsidize public relations efforts within the United States.

3 points

Question 5 

  1. Events presented online to      be watched as they are happening, which PR practitioners might use to      share press conferences or speeches to journalists and audiences unable to      make the event in person, are called:

 

a.

a press kit

 

b.

a video news release

 

c.

a live stream

 

d.

an interactive news release

3 points

Question 6 

  1. _____________ is a common PR      activity targeting legislators to influence the content or course of      legislation or institutional practices.

 

a.

Promotion

 

b.

Lobbying

 

c.

Issue management

 

d.

Propaganda

3 points

Question 7 

  1. One major criticism of current      public relations is that it _______________.​

 

a.

​ represents the public   interest at the expense of corporate interests

 

b.

​ ignores the usefulness of   integrating new computer technologies in the campaigns

 

c.

allocates excessive funds   to research and evaluation of the corporate environment​

 

d.

​ needs to conduct more   research on audiences and the effectiveness of campaigns

3 points

Question 8 

  1. Propaganda is best defined as the      aggregate view of the general population.

True

False

3 points

Question 9 

  1. A successful PR viral      campaign can result in a snowball effect, where a small issue builds as      users help spread the message to the target audience.

True

False

3 points

Question 10 

  1. British Petroleum’s (BP)      public response following the event on the Deepwater Horizon was an      example of __________ communication.

 

a.

lobbying

 

b.

crisis

 

c.

employee relations

 

d.

promotional/selling

3 points

Question 11 

  1. Integrated marketing      communication tends to use only digital media for advertising.

True

False

3 points

Question 12 

  1. The Publishers Clearing      House Sweepstakes would be considered an example of a sales promotion. ​

True

False

3 points

Question 13 

  1. A slogan by a restaurant      stating it offers the “best” Italian food in town is an example of      _______________.

 

a.

paraphrasing

 

b.

infomercial

 

c.

misleading language

 

d.

puffery

3 points

Question 14 

  1. ​ Which of the following is used      as a basis for advertisers’ demographic segmentation of audiences?

 

a.

​all of these

 

b.

income

 

c.

​age

 

d.

ethnicity

3 points

Question 15 

  1. Political propaganda      developed during World War I had very little influence on the development      of advertising in the United States.

True

False

3 points

Question 16 

  1. Permission marketing techniques      _______________.

 

a.

request consumer   authorization to receive emails

 

b.

strives to broaden   consumers’ social horizons

 

c.

uses television as its   medium of choice

 

d.

was developed by Procter   & Gamble

3 points

Question 17 

  1. A commercial is marketing      a new type of detergent that has been proven to erase more than 80% of all      stains without needing any additional additives. What type of approach is      this ad using?

 

a.

hard sell

 

b.

scientific sell

 

c.

creative sell

 

d.

soft sell

3 points

Question 18 

  1. Display ads appearing in      social media such as Facebook are a fast-growing, multi-billion-dollar business,      with revenues that rival those of broadcast television networks.

True

False

3 points

Question 19 

  1. Which of these      advertisements appeared earliest in the United States?

 

a.

newspaper advertisements

 

b.

radio advertisements

 

c.

television advertisements

 

d.

viral advertisements

3 points

Question 20 

  1. Radio came of age as an      advertising medium in 1926, with the formation of the NBC and CBS radio      networks that depended exclusively on advertising revenues.

True

False

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